Global collaboration is key for brand alignment and max effect for your marketing budget. By using the same concept and/or campaigns on multiple markets you gain a number of competitive advantages as described in an earlier post. The challenge is to convince market companies around the world that a centrally developed campaign is the best way to go.
Figures are alarming. According to a report from Implement, 90% of global toolkits are never activated by local markets. And 45% of all global assets produced are never used. A huge waste in many ways, both financially and effect-wise. So how can you then avoid the NIH (Not-Invented-Here) syndrome?
During the years we have created 100’s of global campaigns which marketing companies have implemented with full enthusiasm – often with staggering results. The key is involvement. By including selected market companies in the process, get their views and requirements – it’s often much easier to convince the other markets. If eg France loves the campaign and enthusiastically speaks about how they are going to implement it, other markets often follows. So choose the right markets to involve. We normally recommend to include big and small markets, and also typical “no-sayers”. Get them onboard and they will convince the rest.
The process follows one of two models which we call Concept coordination and Campaign coordination. Each has its own degrees of control and latitude, leadtime for implementation as well as cost-effectiveness.
Concept coordination
Central marketing plus an international reference group develop a core concept and campaign ideas for local and regional adaptation and production.
Typical deliverables:
- Strategy outline
- Com kit with communication concept and ideas
- Templates that can be used for further development
- Message house and text platforms
- Media recommendation
Control: Medium
Latitude: High
Leadtime: Medium
Cost-efficiency: Medium
Campaign coordination
Central marketing develops and produces complete marketing activities, localized and ready-to-go, in coordination with an international reference group.
Typical deliverables:
- Complete communication solutions – eg campaigns – ready for use at local level and (as appropriate) in local language
- Media plans / bookings
- Central distribution and follow-up
Control: High
Latitude: Medium
Leadtime: Short
Cost-efficiency: High
If you want to hear more how you get global collaboration to work, reach out to ulf@sfinxconsulting.se
